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Latino Philanthropy in the United States
By Juan Calixto, CFRE
Mujeres Latinas en Acción
research firms specializing in the Latino market have been busy
since the 2000 United States Census data revealed the Latino population
has reached 35.3 million people, representing 12.5% of the U.S.
population. Over the past year, news headlines such as Gatorade
Specially Formulated for Latinos on DiversityInc.com demonstrate
corporate Americas desire to reach Latino consumers. Currently,
Latino purchasing power is estimated to reach $450 billion and is
projected to increase annually, faster than all other ethnic groups,
according to the Association of Hispanic Advertising. This knowledge
serves as a wake up call to nonprofits that have yet to consider
Latinos as potential donors. Fundraisers can tap this potential
resource by following basic prospect research techniques. Know
your audience. Get them involved.
And, follow through with good stewardship.